{"id":11965,"date":"2014-02-12T07:52:25","date_gmt":"2014-02-12T07:52:25","guid":{"rendered":"http:\/\/www.beyondphilosophy.com\/?p=11965"},"modified":"2019-12-02T09:54:53","modified_gmt":"2019-12-02T14:54:53","slug":"people-say-vs-really-think","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/people-say-vs-really-think\/","title":{"rendered":"What People Say vs What They Really Think"},"content":{"rendered":"

If you are like most organizations, you have done a lot of research on the rational side of your customer experience<\/a>. You may use surveys so your customers can tell you what they would like you to do in the future. But a new study by Young and Rubicam (Y&R) shows that what people say they want and what they actually want are two very <\/i>different things.<\/p>\n

The Secrets and Lies study used a survey that asked consumers to rank their values in a list followed by an Implicit Association Test (IAT) that measured what they really value in another list. The study revealed that the two lists are quite different.<\/p>\n

At Beyond Philosophy, we have long-believed that the emotional<\/a> and subconscious<\/a> parts of the experience are driving at least half of the decisions your customers make. But the thing about subconscious is that customers are not necessarily aware of it and thus won\u2019t tell you about it in a typical survey.\u00a0 It is, after all, subconscious.<\/p>\n

In the Y&R study, researchers studied the responses of consumers in the US, China and Brazil. Most respondents in the US said that helping people was most important to them, but the truth was maintaining their safety was most important, followed closely by sexual satisfaction<\/a>.\u00a0 In both China and Brazil, however, sex took the subconscious top spot.<\/p>\n